Facebook will soon be implementing ads between videos on its platform. Currently, users can watch a series of videos on Facebook without having to sit through adverts. However, users may now experience video ads appearing as soon as 20 seconds after the start of any video that is longer than 90 seconds. Facebook is reportedly planning to sell these ads to publishers, who will receive around 55% of the revenue generated. Instagram is also planning to use similar video advertising to its parent company. Under the photo-sharing app's plans, ads would appear between videos within its 'Stories' feature. According to Adage, “Instagram is testing the feature now with select publishers and content creators”.